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The Kelsey Report® Advisory

Rating the YP Industry's Battle Arsenal
Charles Laughlin , 4/18/2000

Issue: Efforts to Tackle Industry Challenges May Fall Short

News: This year, the Association of Directory Publishers (ADP) and the Association of Directory Marketing (ADM) again conducted an overlapping conference in Hilton Head, SC. Collectively, the event highlighted a few important facts about the Yellow Pages industry. First, the printed Yellow Pages medium continues to deliver substantial value to local (as well as national) advertisers, despite a growing divide between references and ad revenues.

Second, and probably more importantly, both the publishing community and their marketing representatives have a lot of collective irons in the fire taking the form of initiatives that address many perceived weaknesses - those of obsolescence, bureaucratic inertia and unnecessary complexity.

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